STATE OF THE INDUSTRY: Your 2015 Forecast
Over the years, Davis has observed a connection between print's function and the direction of sales change. For tracking purposes, PIA divides print into three functions. The first function is print that "informs and communicates" and includes magazines and periodicals, newspapers, books, financial and legal, business forms and greeting cards. "Product logistics," the second function, refers to converters, labels and wrappers, along with package printing. The remaining function "markets and promotes." General commercial printing, quick printers, direct mail and signs/signage are a part of this category. Davis is particularly optimistic about digital and ink-jet processes, packaging and labels/wrappers, and marketing-related print. Unfortunately, the same can't be said for print that informs and communicates, which he calls a "cold market."